E-Ticaret Lojistiğinde Kargo Şirketlerinin Konumu ve Rekabet Güçlerini Geliştirecek Yenilikçi Çözüm Önerileri

Yıl 2019, Cilt: 8 Sayı: 2, 39 - 67, 01.12.2019

Şebnem İndap

Öz

Amaç: Bu çalışmada, müşteri memnuniyetini ve kargo firmalarının rekabet güçlerini arttıracak, kentsel lojistik
ilkeleri ile uyumlu çeşitli inovatif önerilerde bulunulmuştur.
Yöntem: Kargo sektörünün Türkiye’deki durumu ele alınmış, teknolojik gelişmelerin sektöre getirdiği yenilikçi
çözümler ve iş süreçlerini nasıl etkileyebileceği literatür taraması yöntemiyle incelenmiştir.
Bulgular, Sonuç ve Öneriler: E-ticarette başarı için internetten ürün satışı yeterli değildir, lojistik süreçlerin de
müşteri ihtiyaçlarını karşılayacak şekilde bireyselleştirilmesi gerekmektedir. E-ticaretin büyümesi ile kargo sektörü
de büyümesini sürdürmektedir. Kargo şirketlerinin başarısı, doğrudan müşteri memnuniyetine etki eden zamanında teslimata bağlıdır. Bu nedenle, teslimat işlemlerinin performansının ve verimliliğinin arttırılması çok önemlidir.
Diğer taraftan, e-ticaret büyümesinin ana bileşenlerinden biri olan kargo teslimatları, kentsel lojistik sorunlarının
artmasıyla gittikçe zorlaşmaktadır. Teslimat sırasında, müşterilerin evde bulunmaması iade süreçlerini ve maliyetleri
arttırırken, müşteri memnuniyetini de negatif etkilemektedir.
Özgün Değer: Kargo dağıtım firmalarına e-ticaret lojistiğinde rekabet güçlerini arttıracak teorik ve pratik öneriler
sunulmasını amaçlayan bir çalışmadır.

Anahtar Kelimeler

Dağıtım Modelleri, E-Ticaret, Kargo Sektörü, Kentsel Lojistik

The Status of Cargo Companies in E-Commerce Logıstics & Innovative Solution Proposals to Improve Theır Competitiveness

Öz

Purpose: This study aims to make innovative suggestions in line with the principles of urban logistics that will
increase customer satisfaction and competitive power of cargo companies.
Methodology: Turkish parcel distribution industry was was discussed and the innovative solutions brought to
the sector by the technological developments and how they can affect the business processes are examined with
the literature review method.
Findings and Practical Implications: In order to achieve success in e-commerce, logistics processes must be
customized to meet customer needs. With the growth of e-commerce, the cargo sector continues to grow. The
success of cargo companies depends on timely delivery which directly affects customer satisfaction. Therefore,
it is very important to improve the performance and efficiency of delivery operations. On the other hand, parcel
deliveries, one of the main components of e-commerce growth, are becoming increasingly difficult as urban
logistics problems increase. At the time of delivery, the absence of customers at home increases the return
processes and costs, and negatively affects customer satisfaction.
Originality: This paper is aimed to provide theoretical and practical suggestions for parcel delivery companies to
improve their competitiveness in e-commerce logistics.

Anahtar Kelimeler

Distribution Models, E-Commerce, Parcel Delivery Sector, Urban Logistics

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